OpenStack: Is this the Future of Cloud Computing?

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1 INSIDE THIS ISSUE Introduction (pg 1) The Evolution of Enterprise Computing (pg 2) What is Cloud Computing (pg 4) Cloud Delivery (pg 5) How Does OpenStack Fit in the IT and Cloud Landscapes (pg 6) The OpenStack Architecture (pg 9) OpenStack Today (pg 13) Implications for Technology Vendors (pg 15) OpenStack Tomorrow (pg 16) Conclusion (pg 17) Appendix A: Glossary Appendix B: OpenStack Market Map Appendix C: Selected M&A Transactions Appendix D: Selected Private Placement Financings Appendix E: Public Company Summaries Appendix F: Hot Private Companies Woodside Capital Partners Contact Information OpenStack: Is this the Future of Cloud Computing? November 13, 2014 By: Marshall Senk, Managing Director of Research Introduction We are at the beginning stages of a complete revolution in enterprise computing. The availability of robust cloud platforms and applications have begun to enable businesses to shift budget dollars from capital expense to operating expense (Capex to Opex). It s possible to choose the best-of-breed solutions to deploy technology to solve business problems free of the constraints imposed by an IT department and existing legacy infrastructure. Salesforce.com s rapid ramp to over $5 billion in revenue along with Amazon AWS s equally impressive ramp to $5 billion demonstrate that enterprises are looking to adopt cloud solutions wherever possible. The challenge this brings is two-fold. First, how does the enterprise ensure that these new applications are able to access the data stored in corporate systems and how do they enable all of these cloud systems to interoperate? We believe that OpenStack will provide the foundation to enable interoperability and drive adoption of the next stage of cloud computing the hybrid cloud. OpenStack is essentially an operating system for the hybrid cloud. It both augments and replaces existing proprietary infrastructure software, providing a standard mechanism for systems to operate across computing, network and storage. We believe that OpenStack will emerge as the winning approach primarily due to its open source heritage. Its concept leverages the ideas of hundreds of thousands of developers globally and prevents vendors from locking customers onto a single high-cost platform. Before we discuss the specifics of the OpenStack platform, we believe it s important to understand why we believe the timing is optimal for this shift in computing to accelerate. 1

2 The Evolution of Enterprise Computing How did we get here? An underlying trend driving investments for the next several years will focus on the continued development and rollout of cloud computing infrastructure and applications. Cloud computing has become the next, logical evolution in computing combining the critical elements of each architecture that came before it. We view OpenStack as the core foundation upon which cloud computing must sit. Each tectonic shift in computing architecture added a new benefit to an enterprise organization and we see the cloud model as the amalgamation of all that came before. Past Present MainFrame Back office Efficiency No Real Time Availability Usage/Utility Pricing Personal Computing Personal Productivity Isolation of Information Per Seat Client/Server Front Office Intelligence Network Complexity/Cost Per Seat (Client) Per Server (Data Center) Web/Internet Ubiquitous Information Access Data Management and Security Subscription and Subsidized (Ad Driven) While each of these evolutionary architectures brought benefits, they also introduced new challenges and risks to the organization as customers pushed the technology to its limits. In addition to pushing enterprises to rethink their data center architectures, each shift forced vendors to rethink business models, as well, since the usage for each approach is so radically different. Additionally, each shift has seen a new leading vendor (or two) emerge that has set the proprietary architectural platform for the shift. Importantly, none of these architectures has gone away as all continue to add material benefit. However, the complexity of making them work together, along with the cost of maintenance, has been a significant drain on IT budgets. Some estimates range as high as 75% of IT spending is focused on these requirements, rather 2

3 than on innovation or launching new applications. The last decade has seen the introduction of several new innovations that begin to open up the possibilities of either freeing up enterprise IT dollars or minimizing the impact on budgets from all of the billions of dollars of legacy investment. Among the most important innovations are: Commercialization of standard Open Source Software Commoditization of standard Computing Hardware Emergence of Offsite Data Centers Maturation of Software as a Service All of these variables drive similar benefits for IT management lowering costs, simplifying infrastructure and speeding up delivery time for new functionality and features. Rather than being bogged down in issues such as power management, cooling, CPU upgrades and operating system maintenance, IT can instead focus on adding value to the business, rather than just keeping the operation running. These four variables provide the foundation for today s emerging Cloud Computing model. Over the past seven years, the launch of the smart phone, combined with the wide availability of easily accessible high bandwidth broadband, has changed computing yet again. Not only have we seen an explosion in the volume of data created s, pictures, texts, audio, etc. but also new user expectations that running corporate applications should be no different than the apps users run every day to manage their lives. Said another way, the user expectation now is everything at my fingertips, at all times. The final major shift stems from the view that open sourced technologies are ready for production use within the enterprise. The wide-scale adoption of Linux over the past five years has significantly changed IT executive attitudes toward community-based development. This has enabled a new type of vendor, exemplified by RedHat, which supports and packages open technologies. We are now seeing early momentum in a similar movement in hardware (built on the foundation of the OCF) where enterprises are exploring replacing proprietary hardware (servers, networking, storage) with off the shelf white box computers running open source software that can perform the same functions. So, the challenge for today s IT managers is to take current infrastructure and applications and bring them to this modern world, and simultaneously reallocate new development to take advantage of all that this new age brings. This melding of old and new is fundamentally what cloud computing is all about and OpenStack is the key platform on which it is being built. 3

4 What is Cloud Computing? NIST (National Institute of Standards and Technology) offers the following definition of cloud computing: Cloud computing is a model for enabling ubiquitous, convenient, on-demand network access to a shared pool of configurable computing resources (e.g., networks, servers, storage, applications, and services) that can be rapidly provisioned and released with minimal management effort or service provider interaction. This cloud model is composed of five essential characteristics, three service models, and four deployment models. The Five essential characteristics sited by NIST are: On-demand self-service. A consumer can unilaterally provision computing capabilities, such as server time and network storage, as needed automatically without requiring human interaction with each service provider. Broad network access. Capabilities are available over the network and accessed through standard mechanisms that promote use by heterogeneous thin or thick client platforms (e.g., mobile phones, tablets, laptops, and workstations). Resource pooling. The provider s computing resources are pooled to serve multiple consumers using a multi-tenant model, with different physical and virtual resources dynamically assigned and reassigned according to consumer demand. There is a sense of location independence in that the customer generally has no control or knowledge over the exact location of the provided resources but may be able to specify location at a higher level of abstraction (e.g., country, state, or datacenter). Examples of resources include storage, processing, memory, and network bandwidth. Rapid elasticity. Capabilities can be elastically provisioned and released, in some cases automatically, to scale rapidly up and down commensurate with demand. To the consumer, the capabilities available for provisioning often appear to be unlimited and can be appropriated in any quantity at any time. Measured service. Cloud systems automatically control and optimize resource use by leveraging a metering capability at some level of abstraction appropriate to the type of service (e.g., storage, processing, bandwidth, and active user accounts). Resource usage can be monitored, controlled, and reported, providing transparency for both the provider and consumer of the utilized service. In more plain language, Cloud computing is about the capability to access any information, at any time, regardless of the resources required and the location of the infrastructure, data, application or user i) all the while enforcing necessary business policy and security rules and ii) simultaneously and dynamically allocating the necessary resources in order to minimize cost and maximize performance. These responsibilities typically reside within the IT organization today and require significant compute and personnel resources to implement. By shifting these tasks to the cloud, corporate resources are freed up to solve technology issues that directly impact the business. 4

5 Cloud Delivery Cloud computing services are typically broken up into three different approaches: Infrastructure as a Service Platform as a Service Software as a Service The following chart delineates the differences between the three approaches: 5

6 How Does OpenStack Fit in the IT and Cloud Landscapes? OpenStack is a set of software products for constructing and managing cloud computing environments. Its two primary objectives are to provide interoperability across cloud services and to enable enterprises to develop private clouds in a corporate data center. The OpenStack software is completely open sourced and has been built and extended by a community of thousands of developers just as Linux, Apache and Hadoop have been. Additionally, OpenStack is being supported by the majority of the major enterprise vendors including RedHat, Cisco, IBM, and VMWare, all of whom are not only shipping versions of the software but are also contributing code back to the open source platform. The OpenStack Foundation is responsible for coordinating both the open source development and community building around the platform. The foundation just concluded its annual Global OpenStack Summit which was attended by several thousand developers and partners. We believe that OpenStack will become the primary infrastructure underlying cloud computing efforts over the next decade. The primary functional benefit of OpenStack is that it enables the deployment of completely elastic services across computing, network and storage as usage demands require. As users come and go across the service over days, hours, minutes or seconds, OpenStack can spin capacity up and down to manage the workload, maximizing compute efficiency and minimizing costs. This utility computing model is one of the key potential benefits of cloud computing. Another key benefit of OpenStack is that it is completely open source meaning that a sizable community of programmers build, test, and enhance the software on a daily basis and that anyone is free to download and install the components and contribute back the enhancements they develop. This model not only significantly lowers costs for enterprises that choose to use it but also significantly speeds up the time to market for new features and opens the door for far more creativity taking the product in new directions that a single vendor might not choose, due to either lack of resources or proprietary strategic concerns. This model has proven to be very successful in the Linux community, where open source Linux has become a dominant operating system over the last seven years. 6

7 Key Growth Statistics of Previous Releases of OpenStack Developer Growth 1,202 contributors to previous version of Openstack Icehouse ; a 32% increase from the Havana release Total Number of Features Approximately 350 new features, focus on testing, maturity and stability this release cycle Bugs Fixed 2,902 bugs fixed during Icehouse release cycle Total Companies Committing Code Red Hat, IBM, HP, Rackspace, Mirantis, SUSE, OpenStack Foundation, enovance, Vmware, Intel; users in top 20 include Samsung, Yahoo! and Comcast Translations Dashboard now supports 16 languages; internationalization team translated nearly 700,000 words during Icehouse cycle Testing 53 third-party CI systems registered in Icehouse cycle, starting from less than five OpenStack is the only open source Infrastructure as a Service (IaaS) in the marketplace today. Customers are very intrigued by IaaS for several reasons including: Ability to move infrastructure functionality out of expensive proprietary hardware and into software running on commodity servers Ability to spread workloads across multiple servers, services and data centers as demand requires, significantly lowering the investment in hardware infrastructure Tie the infrastructure more closely to the application via APIs (application programming interface) to enhance speed and operability Speed time to market for new applications and modifications While there are vendors that today offer IaaS including Amazon AWS, VMWare vcloud and Google Compute, each push the customer to become reliant on proprietary functionality and limit the customer to the pace and direction of innovation that best suits the individual vendor. Our customer research continually emphasizes the point that enterprises are tired of being completely beholden to a handful of vendors who not only limit the ability to adopt new technologies, but also consume a significant portion of an IT budget in product maintenance. This is the primary reason we believe that OpenStack will emerge as the dominant IaaS over 7

8 the next decade. In other words, we view the pace of innovation enabled by the open source model as a significant competitive advantage over these proprietary IaaS infrastructures. Customers we have met with, who have either deployed or are testing the platform, highlight four primary reasons why they are confident that the OpenStack initiative will be successful over the long term both in terms of the shift to cloud computing, and the potential dominance of OpenStack as the winning platform: Controlling your own destiny. The open source platform significantly lowers the risk of vendor lock-in, and the component architecture of OpenStack means that enterprises can choose those components that work for them and adapt them to meet legacy or business needs Momentum toward being the IaaS industry standard. Cisco, Intel, IBM, HP, RedHat, Dell, Intel and another 50+ enterprise vendors have already announced and shipped support for OpenStack either standing up the platform themselves or shipping APIs that make it easier to connect proprietary infrastructure. Additionally there are well over 100 public clouds today that are running OpenStack infrastructure including vendors such as Rackspace and Mirantis. 8

9 Compatibility and flexibility. Via the OpenStack APIs, we are seeing early vendors and enterprises adapt the platform with new functionality to solve their unique business problems. In the telco space, we are seeing the development of new telco specific extensions (traffic management for example) that cannot be done with another vendor s proprietary hardware. Future Proofing. We are quickly seeing the mainstream vendors rush to support OpenStack Microsoft and VMWare being two recent announcements. These integrations will allow enterprises to deploy new cloud applications on OpenStack and tie them back to current systems, enabling broader connectivity. Source: Forrester Research, Inc. State of Cloud Platfor Standards: Q1 201, arch 201 The OpenStack Architecture OpenStack is a software-only implementation of core data center infrastructure consisting of these key components: Compute manage the deployment and provisioning virtual machines Networking ensure that each OpenStack component can communicate with all others Storage both block and object Management/Dashboard deploy and manage all components Shared Services identity management, telemetry (billing), disk imaging and orchestration 9

10 OpenStack Cloud Platform The OpenStack Components as of the Juno Release (October 2014) Compute: Also referred to as Nova by developers, the compute engine is responsible for the creation, deployment and management of all the VMs (Vertical Machines) and other instances that are deployed on the infrastructure. Importantly, Nova can support nearly all VM technologies as well as containers, bare metal and high performance computing platforms. All can be intermingled in a single deployment as required. Nova does not require VMs, it can support individual hardware servers as well as offer flexibility of choice. Our research with users indicates the following functions are key benefits of the OpenStack Compute component: Ability to virtually manage all compute resources including servers, VMs, memory and network interfaces. Distributed, asynchronous architecture for maximum availability. VM image management, making it both easier and faster to launch new VMs. Projects and quotas, making it easier to track usage and allocate resources accordingly. Security groups, including role based access, project based access and resource based access, with great flexibility in controlling and securing servers. The component contains key functionality in other key areas including caching, API (Application Programming Interface) and networking, among others. Importantly, many customers in vertical markets have used the API to extend Nova to meet their market needs, particularly around HPC (High-performance Computing). Storage: The OpenStack infrastructure has two separate components for storage management. The first, called Swift, deals with object-based storage, while Cinder deals with more traditional block-level storage. Object storage does not require the application to understand the underlying storage architecture; rather, it just requests resources from Swift based on need and the component complies. Cinder reflects more traditional 10

11 approaches to storage whereby the application is aware of the physical location of data on disk. Typically, block storage is used where read/write performance is paramount. With Swift or object store the application takes no notice of how or where the information is written, and turns all management responsibility to the infrastructure. This makes it much easier to scale out as there is no need to tie physical disk or flash back to the application in any way. Since OpenStack manages the storage, including replication and availability, the enterprise can rely on low-cost commodity drive arrays, saving significant budget. This architecture is typically used in areas such as big data analytics where large, temporary chunks of storage are required to perform complex calculations. Since the Cinder block storage requires persistence (data must be in the physical location where the application will look for it) OpenStack must manage not only the physical infrastructure but also be certain that the application is aware of any changes in the underlying physical storage. Several leading storage vendors including EMC and Network Appliance have built interfaces to Cinder via the OpenStack API. Block storage is commonly used in areas that have heavy transaction processing loads such as relational databases. Networking: Neutron is the current name for the networking component of OpenStack. Its primary function is to enable all of the elements linked into the infrastructure to communicate and share data. Since nearly every device in a data center can plug into OpenStack via API, Neutron could end up being the primary mechanism for managing all of the devices on a network. Additionally, Neutron is able to participate in an SDN configuration via the OpenFlow standard to allow both multi-tenancy and scale. (Separately, see WCP s research report on SDN) In addition to managing IP addresses, Neutron could become a replacement for much of the configuration and management functions that exist today in proprietary hardware devices such as switches, firewalls, IPS, load balancers, and ADC. As VMs are spun up and down with great frequency based on need, the scope of the management challenge goes far beyond the capability of today s physical devices driving the broad customer interest in SDN. Dashboard: Horizon is the official OpenStack dashboard, enabling operators to view, manage, and control all the elements of the OpenStack cloud via a graphical web interface. Any operator may choose to build their own dashboard using the APIs associated with each component. 11

12 We have seen several customers work to extend Horizon via the API to suit specific requirements tied to individual cloud applications. Unlike traditional management tools, Horizon gives users the ability to have a self-service portal tied to specific elements, with permissions managed and granted by an administrator. This architectural approach helps to lower overall management costs since basic requests do not need to be routed through administrators. Shared Services: The Juno release of OpenStack makes a series of shared services available that are exposed to all of the key components. These include: The identity management service (named Keystone) keeps a directory of all cloud users and the services that each has permission to use. The API enables IT to map user data stored in other directories against Keystone via the LDAP standard (among other approaches). Importantly, Keystone also allows an administrator to create roles and policies, enabling the grouping of users (or leveraging existing ones created in other products) making ID management a much more efficient process. The image service (Glance) allows administrators to store and manage server and disk images, significantly reducing the complexity involved in spinning up new servers, either virtual or physical. When users or admins are adding compute resources to the cloud, they are able to query the image service to see if one exists for that particular cloud application. The telemetry service (Ceilometer) is critical for billing and charge back as it tracks performance and usage on an individual or group basis. This is a critical function for any utility-based cloud model. The orchestration service (Heat) allows developers to build templates that deploy services in the cloud. Each template details the requirement of a service, automating the rollout process. Templates can specify all three primary service requirements (compute, storage, and networking) as well as application specific needs such as scaling. 12

13 The database service (Trove) is designed to reduce the complexity of deploying both relational and non-relational databases in an OpenStack Cloud. Since database implementations have a complex set of requirements around storage, reliability, performance, and synchronization, this service is designed to bring more automation to the database provisioning process. The data processing service (Sahara) is a specific implementation of cloud database infrastructure that is optimized for complex non-relational systems such as Hadoop. There is currently work ongoing in several other areas including DNS management, queueing, and key management, due out in future releases and all integrated with the API. Given its pace of innovation, completeness of vision, industry and community support and ability to offer enterprises protection from vendor lock-in, we believe that OpenStack is well positioned to establish itself as the primary cloud infrastructure. To date, the momentum around Amazon, Google and even VMWare has been stronger, but our research suggests the tide is shifting toward the open approach and that momentum will continue over the next several years. OpenStack Today Based on a combination of our research with early adopters, service providers and enterprises looking to understand the implications of OpenStack on their future infrastructure decisions, we believe that there is a limited use case for the software today. However, all categories of users are very motivated to develop broader and more strategic use cases. Most importantly, we believe that the willingness on the part of enterprise IT to adopt Open Source technology, rather than vendor-specific product, is quickly reaching the mainstream. While this movement began with Linux, we believe it is rapidly spreading into other critical areas such as middleware (JBoss) and database technologies (MySQL, Casandra, Hadoop). Open Source is being deployed in production environments not just at Web 2.0 companies but in traditional, larger enterprises. With Linux, corporations can now see the economic benefit of open source and standardization and are looking to extend that savings to other parts of IT. 13

14 OpenStack Sales Cycle Success Model Evangelize Find Use Case Customize and Deploy Develop Internal Champions Work with Service Providers to Understand Strengths Web 2.0 Inspired Link OpenStack to the Apps via the API Deploy in the cloud on premise with a services component While the longer term vision for OpenStack (or any other vendor s IaaS or PaaS offering) is to replace existing infrastructure, we believe that market is very small today and have seen very few instances that are ready to move beyond the Proof of Concept stage. We attribute this to several factors. First, cloud computing is still immature. Most enterprises are just getting their feet wet via Amazon and Google, and are not yet ready to fully trust the reliability and security offered by the cloud. Second, OpenStack in particular still has areas that need to be improved upon, including high-availability for virtual machines, backup and recovery. These processes need to be as reliable and automated as they are in proprietary offerings in order for the platform to be trusted in production systems. Finally, with limited dollars and significant demand for new applications (that are being deployed on cloud platforms) budget dollars are not widely available for replacement projects at the infrastructure level. Instead, we are seeing adoption in particular use cases that look a lot like Web 2.0 apps cases where there are large numbers of users, significantly large volumes of data, ubiquitous connectivity or a high volume of transactions in other words businesses that are furiously active in building a significant web presence. Not surprisingly, our research suggests strong interest from the financial services, media and retail industries as those organizations struggle with how to adapt their models to become internet companies. In our discussions with these users, they see OpenStack as the underlying fabric to get them to this world. In particular, they are excited about the ability, via the API to tie the infrastructure to the application of going from a model with disparate, proprietary hardware toward one that delivers a data center that can be both virtual and completely programmable depending on requirements. 14

15 We believe that these early success stories, as they become more mainstream over the next year, will help to drive broader adoption and make it easier for the large scale vendors (HP, IBM, etc.) to make more mainstream customers comfortable that OpenStack can be the right IaaS for them. We continue to hear from those that are watching and waiting is that the key factor will be the ability to deploy OpenStack in the data center and then subscribe to the service via third parties for remote data center usage. This vision of a consistent, open infrastructure appears to be emerging as a key driver of growth in the future. Implications for Technology Vendors Just as Linux and virtualization have disrupted the compute space, we believe that OpenStack has the potential to disrupt the entire data center market, including compute, storage and networking. We believe that all of the enterprise vendors today will face significant challenges driven by this shift and that survivors and successful companies will need to completely adapt their business models to compete effectively in this new world where strategic value shifts from hardware to software and innovation moves from proprietary development to shared. We believe the most significant challenges will be the following: Hardware becomes commoditized. Revenues decline, margins improve Open Source forces vendors to find new ways to monetize Profits move higher in the stack toward applications Required capital significantly declines for start-ups We already seen the impact of commoditization in the server business as most of the systems vendors have chosen to exit the server market. Those that remain focus instead on higher margin, proprietary boxes such as Oracle s Exadata. We are now seeing that impact extend to the storage market, reflected clearly in the revenues and profts at EMC and Network Appliance. Over the next 18 to 24 months, we look for the same trend to show itself in the network space. Fundamentally, this move is about key functionality that was traditionally tied to hardware now being deployed inside of virtual machines and replicated as more scale is required. We are already seeing the benefits of this move as key networking functionality such as firewall and load balancing are now running well on commodity hardware. The good news for vendors in software is that gross margins will rise significantly since software carries essentially zero cost of goods. However, we believe that revenue will decline for many vendors as the decoupling of hardware and software continues, as we have seen at HP and IBM. It would not surprise us at all to see a company like Cisco be 67% of its current size but 50% more profitable if it successfully navigates this transition. We also expect many vendors to aggressively pursue M&A to offset this revenue decline and pursue the higher margin software model. Vendors will face a key challenge in making this shift happen driven by this rapid enterprise acceptance of open source. When Oracle pioneered the value shift from hardware to software in the mid 1980s, commercial open source was virtually non-existent. In today s world, Oracle would be expected to contribute its proprietary code back to the greater community just as we ve seen vendors do in other open source projects such as Linux and Hadoop. Finding that fine line where a company can keep its proprietary edge, while still 15

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